Cultural Analysis Memo

MEMORANDUM

DATE: April 10, 2013

TO: James Murphy, VP International Division

FROM: ???

SUBJECT: Cultural Analysis

Using the links provided one can learn a lot about different cultures because the information given directly describes the actions and beliefs of the majority of the country. For example, it allows us to understand how people work whether it be more of a family environment or more on your own. It also shows the goals of the country and what drives them to success. In Brazil, they believe in groups especially family so treating people with respect like family is important to them. They also believe in hierarchy and respecting elders, again coming back to family taking care of one another.

Marketers can use the information in a very beneficial way for developing a marketing strategy because it shows what the majority of the people value. Brazil’s culture has a lot to do with family aspects, which is important to understand when marketing in Brazil. Having family oriented marketing strategies would be extremely helpful in being successful. The people would be more accepting of whatever would be marketed, rather than if it were about doing whatever one can to better themselves.

The culture here in the United States is fairly different than the one in Brazil, which might make it difficult to fully understand the culture that they have due to self-reference criterion. The U.S. is the top country in individualism while Brazil is more toward the middle. We as a country see the “American Dream” as the ultimate goal when to those in Brazil it is not really a top priority. This could be issue in marketing strategies because the U.S. pushes jobs, ideas and programs because it will help people have better lives or give people an opportunity that could lead them to a better social, while in Brazil that strategy would not work well and would turn many people off.